USTOA’s Sustainability Efforts Spark Positive Change in Travel Industry

Written By: Rajesh Mazumder

Rajesh Mazumder

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December 17, 2024 12:36 AM

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A recent economic impact study conducted by PriceWaterhouseCoopers LLP (PwC) highlights how the initiatives driven by the United States Tour Operators Association (USTOA) are influencing the broader travel and tourism sector. The study reveals that 71% of tour operator members feel moderately to highly confident that their organizations are taking adequate measures to address sustainability challenges—an 8% increase from the last survey conducted in 2022.

The 2024 report underscores that most USTOA Active Members have implemented sustainability strategies, whether formal or informal. Notably, 19% of respondents reported that sustainability is fully integrated into their organizational operations, while only 8% stated they lack a formal sustainability strategy—down from 14% in 2022. Among the key motivations for adopting sustainability strategies, 85% of members cited “corporate values and culture” as the primary driver. Compliance with regulations surged in importance, moving to third place (39%) from sixth in 2022, while 52% identified “responding positively to global crises” as a significant factor, holding its position as the second most common reason.

When asked about their sustainability priorities for the coming year, 75% of Active Members indicated a focus on aligning sustainability objectives with their supply chains and partners, while 73% prioritized itinerary planning to benefit local communities. Both areas experienced a notable rise of over 10 percentage points since the previous survey.

“It has long been our practice to bolster our advocacy efforts by commissioning PwC to quantify our industry’s vital economic contributions,” says Terry Dale, president & CEO of USTOA. “More recently, we’ve been passionate about measuring our progress in the areas of not only sustainability but diversity, equity and inclusion,” he says, adding, “These are the true barometers of the health of our industry, and by examining where our members are in their efforts, we’re better able to guide them toward policies and practices that ensure widespread, long-term access to travel employment and experiences.” 

Sustainability Commitments

USTOA members also outlined areas where their organizations have made tangible commitments:

• Over half (58%) have pledged to support gender equality and demographic diversity.
• Carbon-neutral and net-zero commitments remain less common, with only 19% of members reporting such initiatives. However, 25% have adopted independently audited ESG (environmental, social, and governance) reporting—a significant increase from 16% in 2022.

Progress on DEI Policies

Active Members have made strides in formalizing policies that promote diversity, equity, and inclusion (DEI). Currently, 83% have documented policies addressing gender, race, and ethnicity, up from 75% two years ago. Similarly, 75% have established policies for LGBTQ+ inclusion, and 71% have guidelines related to age and disabilities (both visible and invisible). Gains were also noted in areas such as faith and religion, with 64% now implementing related practices.

Members overwhelmingly view the travel and tourism industry as one that values individual differences, with 90% agreeing with this sentiment. Moreover, 89% believe the industry can play a vital role in addressing broader social issues related to diversity, equity, inclusion, and justice.

Accessible Travel Initiatives

For the first time, the 2024 survey explored how tour operators cater to travelers with disabilities or limited mobility. The results showed that 69% of Active Members provide accessible accommodations, 56% offer accessible transportation options, and 46% customize tour itineraries based on varying ability levels.

“Our members’ commitment to DEI initiatives has strengthened,” Dale affirms. “USTOA continues to educate members about best and emerging practices, and we share their belief that we have a leadership role to play in ensuring travel employment and enjoyment is accessible for all,” he says. 

Annual Conference Insights

PwC’s findings were unveiled during USTOA’s Annual Conference & Marketplace, held at the JW Marriott Marco Island Beach Resort in Marco Island, Florida, from December 9–13, 2024. The survey, conducted between July 18 and October 11, 2024, achieved an impressive 96% response rate.

Future Plans

During the conference, USTOA announced the fourth edition of the Sustainability is Responsibility (SIR) Summit, scheduled to take place in Valencia, Spain, from April 27 to 30, 2025. Organized in collaboration with Turespaña and the Region of Valencia, the summit aims to foster partnerships and encourage a sustainability-driven mindset by sharing best practices, ultimately contributing to the protection of the planet and the future of travel.

Dale added, “This summit represents a significant opportunity for our members to collaborate participate in cross-sector learning, and collectively set the path for a more sustainable future for the travel industry.  Together with our partners at Turespaña and the Region of Valencia, we are committed to fostering a culture of sustainability that benefits our industry and preserves the environments of the destinations we serve.”